About once a month, I get a glossy advertising sheet in my mailbox. It features a lot of local businesses using direct mail to bring in more customers. This is excellent. Some of these business owners have told me they’re getting excellent results from their ads.
Now, I’ve noticed that the ads on the sheet are getting more and more crowded, as business owners try to squish more stuff into the limited space on their ads. The clean, glossy printed piece I was getting a few months ago has lost some of its appeal as ads have become less clean and clear.
Except for Chuck’s.
Each month, Chuck offers one excellent bargain using this direct-mail piece. But, instead of printing all the details on the ad, he prints one simple line. “See our website for details.”
Then, he logs into his statistics program (where he can check hit count) and sees that each month when that direct mail piece hits the mailboxes, he gets a spike in visitors to his website. Of course, there’s nearly unlimited space on the website for all the details about his monthly deal.
But wait. There’s more! Chuck has OTHER products and services that are interesting to the SAME customers. So, he can see that they’re visiting his other pages. He’s seen an increase in overall sales.
So, instead of squeezing everything into print, use print ads to lead to your big, beautiful website where you have room to say….”Wait! There’s even more!”